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Module Title: Brand Management Name of Tutor: Maricelle Ruiz Calderon Assignment Title: Nokia Brand Audit
Nokia brand history dividing into four parts which is: Nokia First Century. The move to mobile (1968-1991) The newly formed Nokia Corporation was ideally positioned for a pioneering role in the early evolution of mobile communications. Cable Works establishes its first electronics department. Nokia started by making paper – the original communications technology. In 1981. Nokia Ab. which will later become Nokia's rubber business. In 1912. Radio telephone company Mobira Oy begins life as a joint venture between Nokia and leading Finnish television maker Salora. goes into operation. A few years later. First in-house electrical device. In 1967. Nokia led the way with some iconic products. Mobile revolution. The Nokia DX200. Between 1865 and 1967. but it took a merger with a cable company and a rubber firm to set the new Nokia Corporation on the path to electronics. Finnish Rubber Works and Finnish Cable works formally merge to create Nokia Corporation. the foundation of Nokia's cable and electronics businesses. Nokia makes its first digital telephone switch.Nokia Brand Audit Brand inventory Nokia Mobile Phones is Synonymous to Brilliance and Efficiency. Nordic Mobile Telephone (NMT). the company would become a major industrial force. As European telecommunications markets were deregulated and mobile networks became global. That was when Fredrik Idestam built a wood pulp mill on the banks of the Tammerkoski rapids. Eduard Polón founds Finnish Rubber Works.a pulse analyzer for nuclear power plants. In 1979. In 1987. the company’s first digital telephone switch. in southern Finland. is built. In 1982. the first international mobile phone network. Nokia now Nokia First Century (1865-1967) The first Nokia century began with Fredrik Idestam's paper mill on the banks of the Nokianvirta river. The history of Nokia goes back to 1865. the first handheld . In 1960. The mobile era begins. Finnish Cable Works founded Arvid Wickström starts Finnish Cable Works. If there is a brand that should be really credited for its breakthrough technology and major contribution to the advancement in the mobile phones industry then it is certainly the Finnish brand Nokia. In 1984. selling and operating computers. Nokia launches the Mobira Talkman portable phone. Mobira Cityman – birth of a classic. The move to mobile. Nokia launches the Mobira Cityman. he built a second mill by the Nokianvirta river – the place that gave Nokia its name. The Cable Works electronics department produces its first in-house electrical device . In 1898. In 1962.
This was probably the most important strategic decision in its history. the first phone to feature the Nokia Tune. In the same year the world’s first satellite call is made. Product-related attributes Nokia core business practices and philosophies are providing their customers with stylish. Nokia decided to focus on its telecommunications business. its new internet services brand. In 1994. Nokia launches its first GSM handset. The Internet goes mobile. Nokia launches its first 3G phone. multimedia devices and a look to the future. The billionth Nokia phone is sold. Nokia now (2000-present) Nokia’s story continues with 3G. In 1999. In 2005. Nokia Tune is launched. In 1991. In 1997. experiential and relevant devices with Nokia’s signature and world famous quality and ease of use. Nokia sells its billionth phone – a Nokia 1100 – in Nigeria. Nokia launches Ovi. Nokia Siemens Networks commences operations. As adoption of the GSM standard grew. Mobile revolution (1992-1999) In 1992. Nokia mobile phones provide to customer functional and emotional benefits: Functional benefits -GPS -PC integration -Media player -MP3 player . mobile multiplayer gaming. In 1998. new CEO Jorma Ollila put Nokia at the head of the mobile telephone industry’s global boom – and made it the world leader before the end of the decade. the Nokia 7110.NMT phone. mobile gaming goes multiplayer with the N-Gage. The Nokia Nseries is born. the Nokia 6650. GSM – a new mobile standard opens up. robust. Snake – a classic mobile game. In 2002. In 2007 Nokia recognized as 5th most valued brand in the world. Nokia launches the 2100. Global mobile phone subscriptions pass 2 billion. the Nokia 6110 is the first phone to feature Nokia’s Snake game. Nokia introduces the next generation of multimedia devices. Nokia becomes the world leader in mobile phones. In 2003. Nokia launches the N-Gage. Nokia launches the world's first WAP handset. Nokia equipment is used to make the world’s first GSM call. using a Nokia GSM handset. the Nokia 1011. the Nokia Nseries. usable.
-Nokia 5xxx (Active) is similar in features to the 3xxx series.-Camera -Bluetooth and Infra red -Call recording -Internet Emotional benefits -Style -Satisfaction -Image -Brand -Professionals -Expression -Look -Innovation and technology demanding people Brand portfolio Nokia includes ten different series of mobile phones. Some of the models in this series are targeted to young male users. the 2xxx series generally contain more advanced features than the 1xxx series. the 1xxx series is basic mobile phones. each with a subset of different models which define the whole product range in series -Nokia 1xxx (basic) series are ultrabasic series. . many new 2xxx series phones have color screens and some have cameras and Bluetooth. Many of the 5xxx series phones feature a rugged construction or contain extra features for music playback. However.Nokia 3xxx (Expression) series are mostly mid-range phones targeted to the youth market. the 2xxx series are entry-level phones. . but often contain more features towards active individuals. -Nokia 2xxx (basic) series are like the 1xxx series.
-Nokia 8xxx (Premium) series is characterized by ergonomics and attractiveness. Google with its Nexus One. In December 2008. Nokia had R&D in 16 countries and employed approximately 31% of total workforce. particularly towards women. engineers and scientists. is industrial unit which helps Nokia develop its innovative products. manufacture and sales in many countries throughout the world. . Shop-inShops and through the internet web site. -Nokia Eseries is Enterprise series . mostly by putting together the human technology and dominating in the emotional high ground. Prices starts at about 20 Euros for the basic 1xxx series and can reach 900 Euros for multimedia series or 60000 Euros for Vertu. this unit consisting of about 800 researchers. Nokia Research Center was founded in 1986. -Nokia 7xxx (Fashion and Experimental) Most phones in this series are targeted towards fashion users. however the physical handset itself offers a level of functionality which appeals to users who focus on ergonomics. Sony Ericsson. but also by price. which make them popular among business users. Nokia doing very well in terms of research and development. Nokia sell products through different distribution channels such as Concept Stores.-Nokia 6xxx (Classic Business Series) series is Nokia's largest family of phones. Motorola. Nokia product range allow to customers choose not only by technology features. Nokia also distinguishes itself through its pricing strategy. Nokia launch a product at a premium price. The internals of the phone are basic. also possible to buy Nokia through not official retailers but in this circumstances price would be higher and without guarantee. The 6xxx series is notable for their conservative. and in half a year decreasing it gradually by 30% total. It consists mostly of mid-range to high-end phones containing a high amount of features.Nokia Nseries is Mobile Computer series . unisex designs. Apple and future probably one of main competitors.Nokia Xseries is Multimedia series Brand equity drivers Nokia has succeeded where other big brand names have failed. Competitors such Samsung. Nokia has several competitors in huge mobile phone industry.
’worldwide’. USA. ’high quality’. which gave high visibility to Nokia in the 78 events around Europe. By using high technology. useful tool for downloading software and music. Nokia continue to sponsor Extreme winter games. in big outlets in Russia buyers had the opportunity to run some tests with the phone’s Mp3 player and record their own track. Nokia urgers it customers to recycle any old phones they have this month and the industry will plant a new tree for each phone handed in. Brand exploratory Customer knowledge Nokia has used it Research and development techniques along with innovation to become the most recognized and powerful mobile phone producer. popular mp3 player which transmit its popularity to iPhone. ’popular’. basically iPhone is integration of mobile phone and iPod. . ‘comfortable’ and ‘inspiring’ displays Nokia mental map. -‘As one of the major supporters of the MobileMuster. It gives such an atmosphere that everybody will remember. The best composer got a main prize-audio system. in contrast to any others by very unusual place to perform it every time. ’user-friendly’. below mentioned main: -Sports: ‘Nokia had been the long term title sponsor for the FIS Snowboard World Cup. Typical consumer brand associations for Nokia might be ‘innovative’. iPhone has iTunes. -Experiential marketing: In 2005. Mental map Sources of brand equity Nokia has big brand equity. International Ski Federation (FIS) and Nokia have signed a three-year sponsorship agreement. Canada and Japan in the 1998-1999 season’. Nokia is going maximum away from common and turn to modern and innovative.iPhone is one of main competitors with its innovative approach and totally different vision of how mobile phones need to look like. customers can see Nokia logos on sides of road for snowborders and Ski. -Concerts: Nokia is sponsoring national and international music festivals.
iPhone is something fresh for customers. Piracy Counterfeited Nokia mobile phones. Below the Nokia customer-based brand equity pyramid that highlights main aspects. this phones are cheap by 10 times but the main problem for Nokia brand Equity is counterfeited phones looks the same but by features there nothing except just phones. including data about official retailers and official shops. It is a great opportunity to reach more customer loyalty and increase revenues. Compete with Apple Nokia need to come with some fresh device to market for improving on Nokia innovation to compete Apple iPhone. so Nokia need to fight back to iPhone. But. videos. games. Nokia dedicated sources to fighting illegal use of brand. movies etc. especially very popular models such as Nokia N95. In fact.The MobileMuster is the official recycling program of the mobile phone industry. Recommendations The Nokia brand audit reveals a very strong brand with much equity. there are some opportunities that Nokia can use. The customer-based brand equity pyramid (CBBE) The customer-based brand equity pyramid for Nokia is equally strong from top of pyramid till end. to Nokia web site. are damaging the company’s brand equity and present a huge risk to Nokia. through Nokia web site. Sell more software Nokia need to start selling more software. Counterfeited Nokia mobile phones are coming from China and other Asians countries. . it damaging Nokia’s one of main equity. Nokia has focused on both the superior product attributes and the imagery associated with owning and use Nokia mobile phones. technology features.’ Nokia contribute MobileMuster by 30 cents for each handset it sells in Australia.
Nanotech mobile phones Nokia already did some steps in nanotechnology phones with Nokia morph. www. As Samsung did with Giorgio Armani. References Nokia history. Nokia Corporation. August 2000. but it just concept. October 2007. www. for example free access to Nokia software for a year.nokia.com "Nokia – Towards Telecommunications". . Nokia Corporation.com Nokia sponsorship.Provide more service to customers Nokia need to make extra service for each customer that buy Nokia. "Nokia Research Center". so Nokia need to make more attention on this idea and bring it to real world.nokia. Make joint venture with fashion brand Nokia can make joint venture with fashion brand such as Gucci or Dolce&Gabanna to create fashion mobile phone. This can help to fight counterfeited products.